In my last post I outlined how we need to start changing our thinking about multichannel, in particular the fact that we will need to start addressing a collection of touchpoints that we offer to the consumer and provide a good user experience across all of these.

Now, the message that the user experience needs to be spot on is not new, but the fact it now needs to be good across every channel provides a whole new challenge, and neither our systems, nor our organisations are geared up for it.